Written question asked by Lord Laird (Crossbench), in the House of Lords. It was answered by Lord Rooker (Labour) on Tuesday, 20 June 2006.

Tourism: Northern Ireland

Question: What are the unique selling points used by the Northern Ireland Tourist Board to promote tourism in Northern Ireland; and whether Ulster-Scots culture is one of them.

Answer: The NITB is working with Government and the tourism industry to deliver its commitments identified in the Strategic Framework for Action, 2005–2007, which dictates the organisation’s business focus. In the strategic framework for action, 10 unique selling points (USPs) have been clearly identified: five signature projects—the Giant’s Causeway, the walled city, Christian heritage, the Mournes National Park and Titanic—and five winning themes—short breaks, events, business tourism, activity tourism and cultural tourism. The NITB does not currently use Ulster-Scots as a major selling point in tourism marketing. Market research informs us that customers, both existing and potential, are not looking specifically for niche products such as Ulster-Scots. They demand a more general cultural tourism product. The NITB has, however, recently published The American Connection brochure, which tells the story of the links between Northern Ireland and north America. It is being used as a marketing tool to promote Northern Ireland, particularly in the US and GB markets, by Tourism Ireland and the NITB. The NITB and Tourism Ireland will ensure that cultural tourism, including the Scots-Irish culture, will continue to form part of the marketing strategy in the USA and part of the forthcoming Smithsonian Folklife Festival, in July 2007.

Secondary information

Type: Written question
Reference: 6159; 683 c83-4WA
Session: 2005-06
Subjects: Culture Northern Ireland Marketing Tourism Ulster Scots language Northern Ireland Tourist Board
Link: View this Written question on www.publications.parliament.uk